BK Wants to Rule Breakfast in America
None of the fast feeders have done breakfast as successfully
as McDonald’s, even though many have tried. Burger King is looking to change
all that with a new ad campaign to support the the addition of nine new items
to the chain’s breakfast menu.
Mike Kappitt, chief marketing officer at Burger
King, told The Associated
Press that the company has "almost abdicated" the breakfast
business to its larger rival.
"We feel that it’s time to take it back, or at least our fair share
of it. That’s our ambition," he added.
Among the items being rolled out
are the BK Breakfast Ciabatta Club Sandwich, Mini Blueberry Biscuits, the
BK Ultimate Breakfast Platter (scrambled eggs, sausage, hash browns, a biscuit
and pancakes) and a line of Iced Seattle’s Best Coffee in regular, mocha
and vanilla flavors. The chain will continue to sell the popular Croissan’wich
and other items currently on its breakfast menu.
Burger King has launched
a national radio and television campaign that will start out reintroducing
the chain as an option for breakfast and will then transition to playing up
some of the items on its menu. The campaign will also make use of digital banner
ads, a mobile application and out-of-home advertising.
"The campaign is a rallying cry for consumers to shake up their morning
routine by opting for a hearty breakfast at BK," Mr. Kappitt said in a
Discussion Questions: Will Burger King become a bigger player in the breakfast
category with its menu additions and new ad campaign? What are the biggest challenges
BK faces in trying to grow its breakfast business?
[Editor’s Note] McDonald’s generates roughly 25 percent of its revenue
from breakfast compared to 12 percent for Burger King, Mr. Kappitt told the AP.
- Burger King expands breakfast menu as it takes on McDonald’s – The Associated
- Shake Up Your Wake Up with the All-New Breakfast Revolution at BK – Burger
King Corp./Business Wire